01
Audit
Full crawl, Search Console review, and a competitor analysis of who ranked and why.
SEO case study
Local service brand: rebuilding search visibility from the structure up
How an SEO project is scoped and delivered when a business is invisible for the searches its customers actually use.
Sample case study — replace with real client work
Project overview
A local service business with one page describing everything it did. Customers searched for individual services by name, and none of those searches had a page to land on.
The project rebuilt the site around service and location pages, cleaned up the technical issues blocking indexing, and fixed a local listing that had the wrong categories and service areas.
Replace this section with your own client’s background: what they sell, where they operate, and what state the site was in when you started.
The client’s challenge
- One catch-all services page competing with itself for every search term.
- No location pages despite the business serving several distinct areas.
- Slow mobile loading and several pages excluded from the index.
- A Google Business Profile with outdated categories and no review routine.
- Blog content written with no target search in mind.
Approach
Strategy
Structure before content. There was no point writing more until each search had a page that could own it.
- Keyword map first. Every commercial search grouped by service and location, then assigned to exactly one page.
- Fix indexing, then speed. Pages search engines could not read were the priority; performance came next.
- Service pages over blog posts. Commercial intent pages were built before any informational content.
- Local as its own workstream. Profile categories, service areas, photos and a review request routine.
- Internal links as a system. Related services and locations linked deliberately, not randomly.
- Track enquiries, not rankings alone. Call and form events so search could be judged on outcomes.
Delivery
Execution
What actually happened, in order.
02
Restructure
New page architecture, redirects mapped, technical blockers cleared.
03
Build
Service and location pages written and published in priority order.
04
Refine
Monthly reviews: expand what moved, rewrite what stalled, extend into new clusters.
Stack
Tools used
The stack this project ran on. Edit to match your own toolset.
Results
These boxes are empty on purpose. Fill them in only with figures you can evidence from the client’s own account, and only with their permission to publish.
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Metric one
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Metric two
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Metric three
Useful metrics for an SEO project: organic sessions, ranked keywords in the top ten, calls and form submissions from organic, and share of enquiries that came from search.
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